There has been perceptible change in the concept of creating a brand for cement. Few decades ago cement was only a commodity but considered as a brand now, says M Ravinder Reddy, Director Marketing - Bharathi Cement. Excerpts from the interview.

How do you rate your brand positioning?
Bharathi Cement brand is positioned as ´Premium Category´ brand and the tag line categorically emphasises on ´superior quality,´ which clearly differentiates our product from competitions.

Which USP of the product are you trying to highlight through your advertisement?
Initially, in 2009, we have highlighted robotic quality control, German technology and tamper proof packing for our brand. Superior quality guaranteed is the USP that is being highlighted for Bharathi Cement now.

What is the impact of buying trends on building a brand?
In the present day competitive world and communication channels, electronic media is the best considering the fact that the viewership is too high. Apart from this, outdoor advertising, POP and event management plays a vital role in brand building. The buying pattern of end consumers are influenced by creative aspect of the campaign provided it is directly related to quality of any FMCG product like cement.

How do you rate the celebrity endorsements?
It certainly enhances the brand value, though the fact remains the selection of celebrity for any FMCG product. For Bharathi Cement popular cine actor ´Suriya´ is the brand ambassador.

How do you differentiate the campaigning for rural and urban markets?
The campaigning is slightly different as the target audience is different. In other words, the selection of media is very important. If it is press, local vernacular dailies, rural float are very important rather than national English papers or magazines. Similarly, is outdoor media, hoardings and POP. It should be in local language as far as possible.

What do you think the best media for creating a brand?
Compared to any other media electronic media / TV is vital because of its reach and viewership, Considering the fact that all age groups and segments of society are interested in cricket, it is essential to sponsor and participate in IPC or CCL matches.

To what extent does CSR impact branding?
CSR is mandatory. CSR activities are not only aimed at society development, but also corporate image and brand promotion. Public at large are emotionally attached to a company or brand. In case of Bharathi Cement, we extend many CSR initiatives in our plant locations and also in all states.

How do you assess the future of branding?
Branding and brand promotion would continue in future as well. Despite consolidation and mergers, the industry / companies certainly need brand promotion across the globe. The entry of MNCs further strengthened the concept of branding and brand promotion.